Telstra Advocacy: Total Confidence

The ‘Total Confidence’ campaign shows our customers that we care about addressing uncertainty around mobile data usage with our industry-leading Real Time Data Alerts and Extra Data top up services.

 

The objective

To drive strategic NPS by communicating how Telstra helps alleviate one of the biggest pain points for our customers – bill shock – so they can focus on the things they really love like streaming, sharing, browsing and connecting in more places.

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The initiative

Telstra send customers ‘Real Time Data Alerts’ at 50, 85 and 100% of their monthly data usage. Customers later had the ability to purchase Extra Data - an extra 1GB of data for only $10 to see them through the month.

 

The Total Confidence campaign ran in two parts. The first dramatises Real Time Data Alerts through a series of real life metaphors with Telstra staff giving members of the public (our customers) handy alerts in real time to help them avoid any nasty surprises.

 

The second phase then focuses on the solution to the problem of bill shock – Extra Data. The creative highlights the offer by showing the resolve of our customers enjoying the safety of a non bird-dropping tree thanks to the Telstra employees.

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Results

Overall Total Confidence delivered a reach of:

• Mass channels: Over 16M+

• PR:2.1M reach and an Earned Media Value of over $71K

• 1:1: 6.9M delivered communications

 

Following the campaign, there was over 1.2M Extra Data activations

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